Key Takeaways

• NEFF needed to increase awareness of its ovens ‘Slide & Hide’ feature to make it the first choice for a replacement oven.
• In partnership with Woman and Home and Ideal Home, NEFF went on a Food Odyssey across the UK, showcasing local food being cooked in their ovens.
• 9 in 10 who saw the campaign said they would consider buying NEFF.

One page summary

Client Quote

“The perfect platform to bring Neff’s unique oven to life. The huge scale of this exciting partnership means production was no mean feat, but the team at TI Media did a fantastic job and I was so excited for people to see the outcome.”

Jo Eyers, Group Marketing Manager, NEFF

The Challenge

NEFF ovens feature a ‘Slide & Hide’ feature, as seen on the Great British Bake-Off, but only 30% of consumers are aware that this is NEFF technology. Nearly 4 in 5 ovens are bought when the old one breaks and for distressed buyers, this leaves little or no time to research, explaining why 7 in 10 buy the first brand that comes to mind. The challenge for OMD was to increase salience for NEFF, making it the natural first choice. Without the budgets of the market leaders, they needed to get NEFF on the radar of a focused tribe of cooks for whom the ‘Slide & Hide’ would have the greatest appeal.

The Plan/Execution

Using their Your Voice panel, OMD were able to pinpoint the audience of: ‘Social Individualists’ – an older, affluent group who treat the kitchen as the heart of their home, where people come together socially. They love to experiment with new ingredients, look for recipe inspiration online and believe it’s worth paying more for local produce but are turned off by superstar chefs.

OMD and NEFF partnered with TI Media to leverage leading magazines Ideal Home and Woman and Home who reach 2.5 million women every month across print, online, social and events. Readers of both magazines are keen cooks or bakers and 81% agree that ‘quality is the key criteria when buying kitchen appliances’.

OMD decided to take the NEFF kitchen to the ingredients rather than the other way around, on a ‘Food Odyssey’. The agency travelled all over the UK in a ‘pimped-up’ Citroën truck, kitted out with a NEFF ‘Slide & Hide’, demonstrating the wealth of amazing locally sourced food right on our doorsteps.

The partnership was fronted by foodie John Quilter, AKA The Food Busker. In a 6-week mini film and print advertorial feature series he explores different parts of the UK in the Food Odyssey truck using produce from local food artisans, all cooked to perfection in a NEFF oven. The content was then recreated with 10k in-store booklets handed out at key retailers and pushed out on NEFF’s own social channels as well as on John’s Instagram feed. The 6-part video series, recipe content and brand integration sat in a hub that was supported by high impact digital display units and unique rich media across the Woman & Home and Ideal Home websites and social channels.

Results

• The truck covered more than 1,300 miles, driving 2.1m video views and reaching more than 1.6m print readers.
• The campaign improved perceptions of NEFF with 68% agreeing it’s a brand for them, and 7 in 10 agreeing that following the Food Odyssey adventure inspired them to get creative in their own kitchen.
• 9 in 10 who saw the campaign said they would consider buying NEFF – delivering that all important brand salience.
• UKTV secured the rights to broadcast the videos on their channels, a first for both UKTV and TI Media.